I use NVIDIA because it suits my needs the best. Award winning debugging/texture tools, a great shader language (Cg), great sdk samples, what more could I ask for? Just better linux drivers

I like their NForce MCPs too. Too bad NVIDIA couldn't make a really good card until GeForce 3, but even then the 3DFX Voodoo 5 was better with the exception of it's fixed pipeline.